Denver’s Cannabis Industry Advised to Embrace Holiday Marketing Opportunities

Denver’s Cannabis Industry Missing Out on Holiday Cheer

As the holiday season approaches, shops across Denver are decked out with festive decorations, jingles fill the air, and consumers eagerly anticipate the latest seasonal ads. But amidst all the merriment, one key player is noticeably absent from the holiday marketing scene: the cannabis industry. According to Ricardo Baca, founder and CEO of Grasslands, a prominent Denver-based cannabis marketing agency, cannabis brands are missing a golden opportunity to capture the festive spirit and engage with customers during this high-demand season.

Where’s the Holiday Spirit?

Baca’s frustration is palpable as he observes a lack of holiday-themed promotions among cannabis brands. “My biggest gripe is that most cannabis brands are not taking full advantage of the opportunities presented to them,” he shares in a recent interview. “Every holiday season comes and goes, and I rarely see dispensaries or brands using the holiday marketing tool effectively.” With years of experience observing the cannabis landscape, Baca believes that now—more than ever—is the time for businesses in this industry to think creatively and embrace the holiday spirit to boost sales.

The Challenges Faced

Yes, cannabis companies do have their challenges. From the strict federal regulations surrounding THC products to the financial limitations that come with operating in a highly regulated market, it’s no wonder that many brands are hesitant about extensive marketing efforts. Baca acknowledges these hurdles, noting the significant impact of 280E, a federal tax code that restricts cannabis businesses from deducting business expenses. Yet, he suggests these challenges should instead inspire cannabis companies to think outside the box when it comes to holiday marketing.

Four Holiday Marketing Strategies

So, what can cannabis brands do to spice things up for the holiday season? Baca proposes four key strategies that companies can leverage to connect with customers and spread some seasonal cheer:

• Holiday-themed packaging: Many cannabis products have standard packaging that blends in with the crowd. Baca suggests using festive designs and colors to help products stand out on the shelves. Plus, holiday-themed packaging can be reused year after year, making it a savvy investment.
• Holiday pop-ups: Everyone loves a good pop-up event! Whether it’s hosting gatherings at their own dispensaries or sending brand ambassadors out to bars and restaurants, cannabis companies can create memorable experiences that foster holiday nostalgia.
• Integrated marketing: Decorating storefronts for the holidays can change the atmosphere immensely. Baca suggests that cannabis retailers could easily transform their shops into holiday wonderlands without going overboard, creating a festive shopping experience that resonates with customers.
• Product innovation: Just like Starbucks introduces seasonal drinks and Trader Joe’s rolls out special seasonal treats, cannabis brands could offer limited-time holiday products infused with seasonal flavors to entice customers to return for exclusive holiday offerings.

Brands That Are Making Moves

While Baca expresses disappointment with the general lack of holiday-themed marketing in the cannabis sector, he does recognize a few brands making noteworthy efforts. For instance, Kiva Confections stands out with a homepage that entices consumers with an image of infused hot chocolate alongside the phrase “Tis the Season to Treat Yourself.” Additionally, companies like Fable have embraced the season with sophisticated marketing strategies, including themed product promotions and strong visual aesthetics on their website.

Time to Act Like Traditional Brands

Ultimately, Baca argues that cannabis companies need to adopt a mindset similar to traditional consumer packaged goods brands. “We need to start acting more like a CPG brand than we have up until now,” he emphasizes. By embracing holiday-themed promotions and marketing, cannabis brands could not only increase their visibility but also build lasting connections with customers looking to celebrate the season in unique ways.

Conclusion

As Denver prepares for a winter filled with cheer, it’s time for the cannabis industry to join in on the festivities. With holiday marketing proving effective across various retail sectors, the question remains: will cannabis brands step up their game and tap into the holiday spirit? As Baca so eloquently puts it, “Why aren’t more [cannabis] brands leaning into this?” With the right strategies and a creative approach, there’s no reason cannabis cannot be a part of the holiday celebrations.